The sweet smell of success: how IFF brought ‘freshness’ to market in Vietnam

International Flavors & Fragrances Inc needed to reconceptualise its idea of freshness for the Vietnamese laundry market.

The morning ritual of putting on fresh, clean clothes has a psychological effect. “It makes you comfortable, reassured, happy and ready for the day,” explained Michiel Albrecht, global consumer insights manager at IFF. The world of laundr

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands